how a group of business owners decided to tax themselves to keep san jose beautiful. the story is tonight's bay area proud. [ male announcer ] fact: the 100% electric nissan leaf... is more fun than ever. sees better than ever. ♪ charges faster. and will charge. cool. and heat. from your phone. fact: leaf never needs gas. ever. good for the world. built in america. now, leaf's an easier choice than ever. ♪ shop at choosenissan.com. ♪ >>> here is something you don't hear every day. several san jose property owners chose to tax themselves, and they have been doing it for years. their goal is simple, make san jose look much better. if they don't, no one will. in this age of budget cuts. garvin thomas has tonight's bay area proud. the series that focuses on what is working in our community. >> reporter: success in a big city like san jose is often measured by what you have more of. this success story, though, is about what the city boasts less of these days. less trash in the streets. less gum on the sidewalks, less graffiti on the wall. >> my streets are beautiful.